An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry

Driven by business strategies, digital transformation (DT) facilitates dramatic change in air passenger behavior. This study aims to determine and analyze different DT strategies (DTSs) with the help of an integrated SWOTbased fuzzy AHP-MARCOS methodology that is proposed for the first time in the literature for this purpose. This methodology is validated with a case study concerning the airline industry in Turkey. The weights of the SWOT factors are determined with the fuzzy AHP method. The fuzzy MARCOS approach is used to select the most suitable DTS. The most appropriate strategy is obtained as focusing on differentiated digital customer experience and service quality by the adaptation of business models to DT to provide benefits.

Automated summary

This study analyzes different digital transformation strategies with an integrated SWOT-based fuzzy AHP-MARCOS methodology, validated through a case study in the Turkish airline industry. By focusing on improving digital customer experience and service quality through adapting business models, the most suitable strategy can provide benefits.